Pepsi has added a new ginger variety of its zero-sugar cola brand, Pepsi Max, in the UK.
Pepsi Max Ginger has been described as ‘the first cola and ginger combination to hit the UK market’ and will capitalise on increasing interest in ginger as a flavour for beverages. The distinctive new variant is packaged in a black and golden bronze design. The ginger flavour has rolled out this month in 330ml cans, as well as 500ml, 600ml, 1.5 litre and 2 litre formats, and multipacks.
Kevin McNair, marketing director for Britvic GB, which distributes the Pepsi brand in the UK, said: “Of the 16 million people buying cola in the UK, 16% of them also buy ginger-flavoured drinks, so the opportunity Pepsi Max ginger provides for our trade customers in the UK is huge.
“Great taste is integral to the brand so it was vital to get the flavour right with this innovative new product and we’re delighted with the end-result. Not only does it taste great on its own and in mixed drinks, it also contains no sugar just like the other drinks in the Pepsi Max range, giving added appeal to consumers looking for great tasting refreshment without a high sugar or calorie content.
“We’re confident Pepsi Max ginger is going to bring some real excitement to the cola category and we’re looking forward to seeing how it helps our customers in the grocery channel to boost their sales in the coming months.”
The launch is after Coca-Cola brought a vanilla flavour into its zero-sugar portfolio, and reformulated Coke Zero cherry, after debuting the newly redesigned and reformulated Coca-Cola Zero Sugar brand last April.
Coca-Cola also released a limited-edition ginger flavour in Australia at the end of October.
The new drink will generate extra interest for Pepsi’s cola portfolio, which has fallen out of favour to the point that, in April 2016, PepsiCo CEO Indra Nooyi told investors that the company would shift its focus away from colas.
Carbonates already account for less than one-quarter of the company’s group-wide revenues, with trademark Pepsi 12% of that.
New Pepsi Max ginger will be supported by a ‘high-investment’ marketing campaign focusing on the brand’s New Taste tagline.
Throughout June and July, Pepsi Max ginger will be part of a Pepsi Max taste campaign featured in TV, outdoor and digital advertising. A nationwide sampling campaign will also
help to raise awareness and drive further trial of the latest variant, with in-store support with Pepsi’s retail partners.
© FoodBev Media Ltd 2019